A/B Testing
Design Processes
Comparing two versions (A and B) of a design or feature to determine which performs better based on predefined success criteria. A/B testing is commonly used to optimize user experiences, improve conversion rates, and make data-driven decisions by analyzing user interactions and preferences.
In practice
Involves comparing two versions (A and B) of a design to determine which performs better. A/B testing is crucial during the optimization phase of a design project, allowing designers to make data-driven decisions based on user preferences and behaviors. It is particularly valuable when seeking to enhance specific elements, such as call-to-action buttons or layout variations, to improve overall user engagement and satisfaction.
Questions
What is A/B Testing?
A/B testing shows two versions of the same thing to two comparable groups and measures which performs better against a metric you agreed beforehand. The only difference between them is the change you are testing.
Why do you use A/B Testing?
Opinion runs out quickly in a design argument. A test replaces it with evidence from the people who actually use the thing, which is the only vote that counts.
How do you use/apply A/B Testing?
Change one variable, split traffic evenly, and run until the result is statistically significant rather than until it says what you hoped. Decide the success metric before you start.
When do you use A/B Testing?
Once you have enough traffic for a result to mean anything, and when the decision is genuinely close. Testing a change you would ship regardless is theatre.
Who uses A/B Testing?
Product designers, growth teams and anyone responsible for conversion. It is standard practice in any team shipping continuously.
